Ashley Madison, a dating service known for its controversial slogan “Life is Short. Have an Affair,” is rebranding to shake off its past reputation. The company announced a new marketing campaign under the slogan “Blessed are the Discreet.”
In 2015, Ashley Madison faced a major data breach that exposed the personal information of millions of users. This breach also revealed that the company had exaggerated its user base by creating fake accounts.
In July 2017, Ashley Madison’s parent company agreed to settle a class-action lawsuit for more than $11 million. This lawsuit was filed on behalf of the approximately 37 million users whose details were leaked.
The company is introducing a new tagline, “Where Desire Meets Discretion,” as part of its effort to shift away from its association with married members. It now aims to cater to those who are “non-monogamous” or “discreetly dating.”
According to internal data, 57% of new members last year identified as single. Ashley Madison stated that this “new direction reflects the company’s changing membership along with a cultural shift prioritizing discretion.”
